The Application of IP Image in Brand Communication--Taking Disney Animation Characters as an Example
Abstract
In the era of advanced network technology, IP images play an increasingly important role in brand design, and major IPs at home and abroad such as Harry Potter, Marvel, Disney Princess series, etc. IP images can enrich the way of brand promotion and shape the brand influence with its unique personality, thus spreading the brand concept more widely and flexibly, and shaping the brand influence. This paper will take Disney's image as an example to discuss how IP images in brand communication can position their own brands and how to spread them.
Keywords
Full Text:
PDFReferences
Cui YH, Liu W, Wang JK, Analysis of service marketing strategy of Disneyland [J], Taxation, 2019, 13(10): 283.
Chen SY, The marketing of Disney animation from the animated film "Animal City" [J], Drama House, 2016(06):114-115.
Li PF, Analyzing the image shaping of movie protagonists from the perspective of the educational function of movies - taking Disney princess series movies as an example [J], 2022,35(01):166-168.
Liu H, Management and management of enterprises in the experience economy--Tokyo Disneyland as an example [J], Times Business and Economics, 2020,(02):129-130.
Sun AH, Chen D, The application value of IP image in brand communication [J], Beauty and Times Creative 2019, (10):66-67.
(Japan) Fang Zhong, Written by Zhang Ou, Wang Xiaocui, Lu Wenhui, translated. The Secret of Success of Disneyland [M]. Beijing: Publishing House of Electronics Industry, 2005.
Zhang Y. Research on Brand Management of Disney Company [D]. Heilongjiang University,2015.
Fang ZH, "Secret Recipe" of Disneyland Management [J]. China Investment Weekly,2005,(48):47-48.
DOI: https://doi.org/10.18686/mcs.v4i4.1583
Refbacks
- There are currently no refbacks.
